The ‘Parents Circle Families Forum’ is a joint Israeli-Palestinian organisation, whose members have all lost a close family member to the ongoing conflict, and who believe that dialogue is a necessity in order to reconcile both sides with one another.
In order to spread the organization's message, the project ‘Taking Steps’ was launched this week. A project includes the group's first product, hand embroidered 'Birds of Peace' sports shoes created and produced by the women of the group. The birds aim to serve as an iconic symbol and reminder that we must continue to speak and strive for a solution.
To complement the launch a dedicated website has also been launched, where supporters can buy a pair of embroidered sneakers, a patch or simply help to share the message further.
The 'Taking Steps’ project was launched in cooperation with the BBR Saatchi & Saatchi advertising agency who created a commercial that speaks of the daily battle those who have lost a loved one face, to keep going and never give up. The commercial closes on a personal statement all Forum members agree with: 'If I who lost a close one can walk in the path of peace, then surely you can too’.
The project which is now being launched worldwide, has already elicited interest from a number of international organisations who are joining the conversation, as well as prominent celebrities like Helen Mirren, Meryl Streep, Tina Brown, Barbara Streisand, and Cate Blanchett who have already bought the shoes and donated to the project.
Link to the commercial: https://youtu.be/OFPEyTk0kWA
Link to the website: http://steps4peace.org/
Link to the press kit: http://we.tl/tyB1CNA91E